7 Ways to Optimize Your Facebook Marketing Strategy

Facebook (NASDAQ:FB) advertising can be overwhelming, especially if you are working on your first campaign. Before you jump in and get started, use these Facebook marketing tips to help you make the most of your time, effort, and budget.

Facebook Marketing Tips

Start with a Clear Goal

Before you can create any kind of successful Facebook advertising campaign, you must define your goals and the metrics you’ll need to measure to determine how successful the campaign is. This will set the stage for the methods you’ll use to optimize the campaign, so skipping this step will be costly to your ROI.

Generating sales: Your approach will vary depending on whether you’re in the B2C or B2B sector. When in the B2C, your best bet is to use page post ads to promote in the news feed, where you can use larger images to promote your products and services. When in the B2B sector, you should use both page post ads and right-hand column ads to focus on acquiring more leads you can nurture through the sales funnel to convert to sales. Your goal is to send more traffic to your website or landing page, and you should target based on interests, age range, and gender (if appropriate.)

Building more brand awareness: Use page like ads to get more likes for your page. You should aim for likes only from highly targeted people, so it means using targeting competitors, similar interests, and custom audiences to get newsletter subscribers to like your Facebook page. Exclude people who are already fans of your page to avoid wasting ad spend.

Getting more engagement on your posts: Use link ads, photo ads, and video ads to get more engagement for your posts. Your ad creatives should be extremely visual with stellar photos. If you’ve built a relevant audience, start by advertising to them. If not, target people who fit your ideal customer persona based on interests, age, gender, and purchasing behaviors.

Getting installs of your mobile app: Use the mobile app ads for install ad type. Once your app is published in the app store, you should implement Facebook event tracking. Use app screenshots in your creative, and target based on the audience you believe to be most interested.

Increasing app usage and profit: Use mobile app engagement ads. These people have already installed your app, so be specific as possible and use the ad to direct users exactly where you want them to go. Use custom audience targeting. Use event tracking in your app so you can see what each user is doing and use that to target them precisely.

Keep Desktop and Mobile Ads Separate

Facebook gives you the option to run various ad types in different locations. You can run on mobile newsfeed, desktop newsfeed, right column, and Instagram. It’s a good idea to keep your desktop and mobile ad campaigns completely separate, even if you’re aiming to achieve the same goal.

Keeping them separate allows you to optimize your ads, bids, and conversions based on device. Your ads and calls to action are likely to perform differently on desktop than they would on mobile, so your ad setup needs to fact that in. If you’re using the Power Editor to design and build your ads, then you can choose the device targeting on the ad set menu.